In the world of automotive repair shops, specific customer demographics stand out for their rarity. I’m not talking about 55-year-old Graham, who has owned his GTR since it was new, or 18-year-old Liam, whose parents bought him a brand-new M3 for his birthday. I’m referring to mums, sisters, girlfriends, wives… the women in your life. While the reasons behind this phenomenon vary, trust (or lack thereof) is the most crucial factor.

For many women, past experiences with mechanics have left a lingering sense of scepticism. Whether it's feeling patronised or dismissed, these encounters can erode trust in the automotive service industry. Consequently, women may approach independent workshops cautiously, preferring to seek out establishments where they feel respected and valued. Often, these establishments are dealerships or corporate companies. Trust is usually associated with dealerships due to their brand affiliation and corporate companies due to their perceived professionalism. Customers tend to think of dealerships as authorised brand representatives, which generates confidence in the service provided. Further, many customers visit dealerships for the overall experience, such as having a coffee in an air-conditioned room while waiting or being exposed to polished customer service representatives in fancy offices.

Based on my experiences working with automotive workshops in Sydney, a reputable workshop's true mark lies not in its customers' rarity but in its ability to hold a diverse client base. A good proportion of female customers indicates exceptional customer experience and communication skills. A family-owned and operated workshop I worked with in Sydney's north-west has nailed customer service - I was shocked to see that about 60% of my encounters with their customers in their shop were with women. Although their experiences were vastly different, there were three repeating factors: